Ad Spending

TVB Analysis of Kantar Media Data

Q4 2012 vs. Q4 2013 Television (000)

Total television dollars (Spot TV, Network TV, Syndication, Cable TV, SLN) were relatively flat (-0.3%) from 4th Qtr’12 to 4th Qtr’13. Despite a -94% decrease in Political spending, Spot TV was only down (-8.6%).

The majority of the key industries for Spot TV were up in 4th Qtr’13, with many advertisers increasing their spending in the quarter.

Automotive, Automotive Accessories & Equipment

Spot TV saw an increase of +6.2% with this industry, increasing from $895 million in 4th Qtr’12 to $950 million in 4th Qtr’13. Leading the way was the Ford Dealer Association (+27.1%), followed by the Toyota Deal Association (+5.6%) and Nissan (+20.7%).
The following chart shows the $1 million+ advertisers with a year-to-year increase in Spot Television:

Industry Advertiser Q4 2012
(000)
Q4 2013
(000)
%
Change
Auto, Access & Equip
TOTAL
  $894,812.4  $950,045.8 6.2
Auto, Access & Equip Ford Dealer Assn  $107,867.9 $137,122.6 27.1
Auto, Access & Equip Toyota Dealer Assn $87,476.4 $92,354.8 5.6
Auto, Access & Equip Nissan $52,984.6 $63,936.3 20.7
Auto, Access & Equip Honda Dealer Assn $38,809.1 $55,118.6 42.0
Auto, Access & Equip Dodge $42,742.1 $51,348.3 20.1
Auto, Access & Equip Chevrolet Dealer Assn $35,023.5 $36,687.0 4.7
Auto, Access & Equip Chevrolet $29,339.1 $31,209.3 6.4
Auto, Access & Equip Audi Dealer Assn $17,446.7 $28,183.4 61.5
Auto, Access & Equip Volkswagen $20,431.9 $27,391.2 34.1
Auto, Access & Equip Jeep $23,543.0 $25,430.2 8.0
Auto, Access & Equip BMW Dealer Assn $20,481.1 $21,025.3 2.7
Auto, Access & Equip Kia Dealer Assn $3,519.6 $21,009.9 496.9
Auto, Access & Equip Infiniti $18,819.1 $19,568.1 4.0
Auto, Access & Equip Lincoln $16,642.6 $18,486.0 11.1
Auto, Access & Equip Hyundai $2,418.8 $17,018.5 603.6
Auto, Access & Equip GMC $12,079.9 $16,669.5 38.0
Auto, Access & Equip Subaru $10,127.0 $14,693.6 45.1
Auto, Access & Equip Ford $8,454.4 $12,151.8 43.7
Auto, Access & Equip Buick $6,138.2 $11,404.1 85.8
Auto, Access & Equip Mercedes Benz $2,110.9 $9,903.7 369.2
Auto, Access & Equip GMC Dealer Assn $7,371.0 $9,394.0 27.4
Auto, Access & Equip Buick Dealer Assn $3,539.4 $4,482.8 26.7
Auto, Access & Equip Porsche $21.0 $3,533.1 16704.4
Auto, Access & Equip Volvo $175.2 $3,253.1 1756.4
Auto, Access & Equip Subaru Dealer Assn $1,582.5 $2,849.9 80.1
Auto, Access & Equip Fiat $31.8 $2,848.2 8870.3
Auto, Access & Equip Bridgestone $117.4 $2,365.4 1915.3
Auto, Access & Equip Land Rover Dlr Assn $910.5 $1,347.5 48.0
Auto, Access & Equip Jaguar Dealer Assn $333.3 $1,169.8 251.0

Copyright 2014. Kantar Media


Automotive Dealers & Services

Much like the previous automotive industry, Spot TV grew +16.1% with the Automotive Dealers & Services industry, from $309 million in 4th Qtr’12 to $359 million in 4th Qtr’13. Lexus Local Dealer led the way, up +88.5%, with MAACO up +12.1%, and all new money coming from AutoNation Local Dealer.
The following chart shows the $1 million+ advertisers with a year-to-year increase in Spot Television:

Industry Advertiser Q4 2012
(000)
Q4 2013
(000)
%
Change
Auto Dealers & Services
TOTAL
   $309,219.8  $359,142.5 16.1
Auto Dealers/Services Lexus Local Dealer  $ 6,573.4  $12,392.9 88.5
Auto Dealers/Services MAACO  $ 5,769.8  $6,467.5 12.1
Auto Dealers/Services AutoNation Local Dealer    $5,666.8  
Auto Dealers/Services NTB National Tire/Battery  $2,387.7  $4,938.2 106.8
Auto Dealers/Services Drivetime Local Dealer  $2,300.2  $4,368.4 89.9
Auto Dealers/Services Audi Local Dealer  $2,514.3  $3,831.8 52.4
Auto Dealers/Services Fuccillo Local Dealer  $1,910.5  $2,693.9 41.0
Auto Dealers/Services Car Pros Local Dealer  $2,092.9  $2,271.9 8.6
Auto Dealers/Services BMW Local Dealer  $1,187.6  $2,152.2 81.2
Auto Dealers/Services Land Rover Local Dlr  $281.4  $1,773.7 530.4
Auto Dealers/Services Tire Kingdom  $1,131.6  $1,629.7 44.0
Auto Dealers/Services Clermont Local Dealer  $91.1  $1,621.6 1679.3
Auto Dealers/Services AutoAmigo.com Loc Dlr  $1.7  $1,543.0 89815.7
Auto Dealers/Services Ray Skillman Local Dlr  $1,329.2  $1,460.3 9.9
Auto Dealers/Services Discount Tire Co Inc  $926.3  $1,304.2 40.8
Auto Dealers/Services David Stanley Local Dlr  $746.2  $1,252.3 67.8
Auto Dealers/Services Big O Tires Store  $1,024.6  $1,234.9 20.5
Auto Dealers/Services Legend Local Dealer  $724.1  $1,233.9 70.4
Auto Dealers/Services Camping World RV Sales  $832.8  $1,184.2 42.2
Auto Dealers/Services Cerritos Local Dealer  $591.3  $1,161.9 96.5
Auto Dealers/Services Mercedes Benz Local Dlr  $553.5  $1,147.5 107.3
Auto Dealers/Services Bert Ogden Local Dealer  $896.8  $1,117.7 24.6
Auto Dealers/Services Town Fair Tire Center  $724.6  $1,084.6 49.7
Auto Dealers/Services Belle Tire  $513.2  $1,054.2 105.4
Auto Dealers/Services Rick Case Local Dealer  $722.6  $1,035.1 43.2

Copyright 2014. Kantar Media


Restaurants

Spot TV was up with the restaurant industry as a whole, growing +0.4%. Advertisers with noticeable increases include McDonalds (+10.5%), Dunkin Donuts (+11.8%) and Arbys (+12.8%).
The following chart shows the $1 million+ advertisers with a year-to-year increase in Spot Television:

 Industry Advertiser Q4 2012
(000)
Q4 2013
(000)
%
Change
Restaurants
TOTAL
   $290,692.3  $291,764.0 0.4
Restaurants McDonalds Restaurant  $ 36,172.5  $ 39,974.1 10.5
Restaurants Dunkin Donuts Restaurant  $14,705.3  $16,440.1 11.8
Restaurants Arbys Restaurant  $13,436.4  $15,153.5 12.8
Restaurants Carls Jr Restaurant  $8,091.3  $10,776.9 33.2
Restaurants Papa Johns Pizza Restaurant  $8,392.6  $9,242.7 10.1
Restaurants Papa Murphys Take & Bake Pizza Rest  $6,608.9  $7,492.9 13.4
Restaurants Zaxbys Restaurant  $4,740.9  $5,392.4 13.7
Restaurants Popeyes Fried Chicken Restaurant  $ 3,412.6  $5,336.7 56.4
Restaurants Whataburger Restaurant  $4,705.3  $4,794.3 1.9
Restaurants Churchs Fried Chicken Restaurant  $3,542.3  $4,490.1 26.8
Restaurants Panda Express Restaurant  $123.2  $4,199.9 3310.3
Restaurants Steak N Shake Restaurant  $ 3,747.0  $4,059.4 8.3
Restaurants Panera Bread Bakery Cafe  $2,712.0  $3,894.6 43.6
Restaurants Jimmy Johns Gourmet Sandwich Shop  $ 2,875.1  $3,847.5 33.8
Restaurants El Pollo Loco Restaurant  $3,112.7  $3,844.1 23.5
Restaurants IHOP Restaurant  $2,096.0  $3,438.9 64.1
Restaurants Rallys Hamburger Restaurant  $2,558.2  $2,940.8 15.0
Restaurants Round Table Pizza Restaurant  $2,003.6  $2,576.2 28.6
Restaurants Longhorn Steakhouse  $1,688.9  $2,052.6 21.5
Restaurants Krystal Restaurant  $1,710.2  $1,899.0 11.0
Restaurants Culvers Frozen Custard/Butterburger $1,289.9 $1,775.6 37.7
Restaurants Bojangles Restaurant $1,225.9 $1,750.8 42.8
Restaurants Bob Evans Restaurant $1,464.1 $1,669.7 14.0
Restaurants Burger King Restaurant $529.1 $1,548.0 192.6
Restaurants Wing Stop Restaurant $1,059.2 $1,341.6 26.7
Restaurants Firehouse Subs Restaurant $128.5 $1,321.7 928.4
Restaurants Wienerschnitzel Restaurant $354.2 $1,269.5 258.4
Restaurants Olive Garden Restaurant $946.4 $1,002.8 6.0

Copyright 2014. Kantar Media


Communications

Two of the top 5 Communications advertisers increased their Spot TV spending by double digits in Q4 2013, specifically XFinity (+13.0%) and Time Warner Cable (+32.8%), with several new advertisers coming on the scene as well. In total, the category was down a slight -5.3%.
The following chart shows the $1 million+ advertisers with a year-to-year increase in Spot Television:

 Industry Advertiser Q4 2012
(000)
Q4 2013
(000)
%
Change
Communications
TOTAL
  $376,105.8 $356,240.3 -5.3
Communications XFinity $72,581.3 $82,039.7 13.0
Communications Time Warner Cable $49,587.6 $65,854.1 32.8
Communications Optimum $10,888.2 $12,734.2 17.0
Communications CenturyLink $10,141.7 $12,368.9 22.0
Communications Charter Communications $9,452.4 $10,270.5 8.7
Communications Assurance $7,888.2 $7,890.2 0.0
Communications AIO   $6,962.5  
Communications Bright House Networks $3,140.6 $3,307.5 5.3
Communications Dyle TV $484.5 $2,502.4 416.5
Communications American Family   $2,297.2  
Communications C Spire $1,310.7 $1,619.9 23.6
Communications Alltel $1,442.0 $1,572.4 9.0
Communications Exede Internet Service $1,054.4 $1,563.1 48.2
Communications Geico $456.8 $1,182.8 158.9
Communications Sprint $934.2 $1,178.7 26.2
Communications Uforia   $1,172.5  

Copyright 2014. Kantar Media


Click here for a summary of Full Year & Q4 2012 vs.2013 advertising spending, as provided by Kantar Media.  Top 25 Local Broadcast Categories and Advertisers are also included. 

 
 
 

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